Sunday, 15 May 2016

Marketing through Content

In
today’s marketing world, medium or channels of marketing have
changed considerably. Many players have opted for online marketing as
you find consumers on this platform more than any other mediums like
television or print mediums. Due to deeper penetration of the mobile
framework, people are connected online almost all the time.

Only
one thing that can make the online marketing successful is the
content which needs to be rich in substance and extremely relevant to
the segment of the consumers you are targeting.

Why
online content marketing?

The
idea behind floating the content online is to provide the consumers
with accurate and relevant content and periodically update them to
influence their buying decisions. Content marketing is an ongoing
process where you need to update and refresh the content regularly
for your consumers to be up to date and thereby make right decisions.

How
content brings about a change in the business?

The
consumers are smart enough to understand the difference between
advertising and actual value of the product which they can realize
only by having access to apt and enriched content. Right content
spreads through social mediums and generates the right word of mouth
publicity for the products and services that has the power to
influence the decision making.

To
create visibility online, you need content to come up higher on the
page ranks and remain in front of the consumers who are looking for
such information.

What
can we achieve with accurate and planned content marketing?

With
the brief and accurate content, you will be able to attract consumers
and create visibility enhancing the brand awareness. Brand awareness
gradually starts influencing the consumer behavior and the business
starts creating a list of prospects by deeper analysis of this
behavior.

These
prospects can be kept engaged with the right content which is updated
right on time which in turn will give sales to the business. The
story does not end here as no business aims at achieving one time
sales. So the next step after the sales is customer retention and
loyalty which is not just attained by adequate services pre and post
sales but also by floating the right information to them for their
next purchase.

As
mentioned earlier, content marketing is an ongoing process that
brings continuous sales to the business.

Strategy

Content
strategy would be different for different businesses depending upon
their industry sector and size. For small retailers, it would be
sufficient if they are capable of answering all the questions their
consumers have. But for bigger multinationals, the process could be
complex. They would need to act timely and in a structured manner to
flow information sequentially and accurately. That is why it is
important to strategize before you could plan your content.

Content
planning

Once
the strategy is laid down, it’s time to plan your content and the
flow. It should be noted that content does not comprise only the text
but also visual and tabular information. Along with enriched content,
its presentation also matters a lot in influencing the consumers.
Relevant content, timely updating and legible presentation can make
the goals achievable.

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